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23-JAN-2025 | Lufthansa’s “Two Altimeter Landing” Ad

Author

Dan Bogachek
January 23, 2025

Lufthansa’s “Two Altimeter Landing” Ad

Announcing the two altimeter landing.

No, not two of the same kind. But two different types, working on different principles.

We have the standard altimeters, which compute from atmospheric pressure at the various altitudes, and which all airlines use.

But now, Lufthansa has installed special radar altimeters for the last 500 feet before a landing.

These radar types are particularly helpful from there on in. They bounce a radar beam off the ground and compute a continuously accurate reading — at a time when altitude is rapidly changing. They are not affected by changes in atmospheric pressure. And they are accurate to a foot.

Every Lufthansa jet has them. And every continent has weather conditions that will make them useful in a landing. 🏁

  • A story which plants two ideas: thoroughness and safety. Which are what? The two biggest antidotes against the fear of flying.

  • “And” and “but” to kickstart sentences and conserve momentum.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].